[Case Study] BrightFunnel Success Story: Lionbridge Leverages Multi-Touch to Become Agile ABM Marketers

[Case Study] BrightFunnel Success Story: Lionbridge Leverages Multi-Touch to Become Agile ABM Marketers

We’re thrilled to be sharing a new video in our Funnelside Success Stories series, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

The next video in the series features Thomas Zimmerman, Senior Manager, Global Demand Center at Lionbridge Technologies. As the world’s #1 globalization company, Lionbridge delivers industry-leading translation and localization, digital marketing, global content management and application testing service to some of the world’s top brands. With an all-star client roster across a multitude of industries and cities, Lionbridge needed to ensure that their marketing reports were as top-notch as their translation services when they brought on BrightFunnel.

Here are a few of our the highlights from the Lionbridge journey with BrightFunnel so far.

Personalize the buyer journey in real-time with Campaign Attribution.

When he kicks off the Lionbridge story, Thomas shares that BrightFunnel is not just an attribution platform to him and his team, but a central hub where their marketing team can consolidate and centralize their reporting. With this one-stop shop, Thomas can finally bring together all of Lionbridge’s different marketing touch points into one holistic, singular view. This was an eye-opening moment for Thomas’ demand gen efforts. He shared in the video that, “we can for the first time see, across different channels how effectively we’re personalizing the buyer journey.”

Understand How Account-Based Marketing is Impacting Your Funnel

As marketers, we know that account-based marketing should be a top priority. Thomas and the Lionbridge team had been executing ABM but struggled to get a sense of how it was impacting their funnel and business bottom line. In the video, Thomas shares that, “what BrightFunnel allows us to do is actually track the engagement for each of our target accounts and measure that against our database. Say we’re only engaged with 50% of this target account but we’re engaged at 75% with another, it allows us to make decisions on where to put resources.” These kinds of insights have been crucial for Lionbridge’s account-based marketing strategies since this reporting allows them to make timely decisions that impact both their deal cycles and revenue.

Multi-touch Attribution Dashboards Helps Lionbridge Be Agile

One of the features of BrightFunnel is a customizable dashboard that allows each member of your marketing team to see how their campaigns are tracking towards their marketing goals. Although it had historically been a struggle for Thomas to empower the rest of his demand gen team with real-time marketing KPI’s, they’re now able to keep a pulse on their ROI in real-time using personalized dashboards. “Day-to-day, week-to-week, we can check the dashboards and make quick decisions,” Thomas said. “We can understand where we’re being successful, where we’re failing, so we can fail fast and make the adjustments that we need.”

Want to hear more of Thomas’ BrightFunnel journey at Lionbridge? Watch his Funnelside Success Story!

[Video] Funnelside Success Story: Blackbaud

[Video] Funnelside Success Story: Blackbaud

We’re so excited to be launching a new video in our Funnelside Success Stories series, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

The next video in the series features Amy Bills, Director of Marketing at Blackbaud (NASDAQ: BLKB). For more than three decades, Blackbaud has helped nonprofits, foundations, corporations, education institutions, and individual change agents by connecting and empowering these organizations with software, services, expertise, and data intelligence. As a global company powering social good, Blackbaud decided to bring BrightFunnel into their stack so that they could spend less time aggregating their data and ROI, and focus more time empowering their clients.

Here are a few of our the highlights from Blackbaud’s journey with BrightFunnel so far.

Multi-touch Marketing Attribution enables you to view at the entire customer journey.

As she shares the Blackbaud story, Amy mentions that granular, campaign-specific reporting in BrightFunnel has helped her and her team make data-driven decisions by allowing them to have a 360-view of all their efforts, all at once. The ability for Amy as a Director of Marketing to have wide-scope into what the ROI each of her marketing campaigns is and lets her easily see what her team’s accomplishing in real-time. Amy also said that she loves “not being locked into a single-touch attribution or someone else’s formula of what should be validating my campaigns.”

Reporting on specific marketing campaigns has been a “game-changer” for Blackbaud.

One big hurdle that BrightFunnel is helping Blackbaud overcome is the ability to dive-in to campaign-specific reports to determine the best mix of channels and offers for their buyers. As a company that wants to spend more time on social good and less time on number-crunching, it’s no wonder Blackbaud chose BrightFunnel for their marketing attribution. “The campaign-specific reports have been game-changers for our organization, and particularly for our demand marketers. ” Amy shared. She added that “They are really giving us an unprecedented ability to get a read on what’s working, what’s not working — what the impact is of our various efforts, and allows us to make some really smart decisions about what to keep and what to kill.”

Marketing attribution can be a confidence booster for your entire marketing team.

During the video, Amy shares that she leans on BrightFunnel reports when presenting to leadership to help her make the case for additional investments in marketing, and that it’s been empowering to easily demonstrate her team’s ROI to executives. In terms of how BrightFunnel has changed the day-to-day for her marketing team, Amy says that they’re able to put more resources into programs that they can see have been effective. “We feel really confident with the BrightFunnel reporting,” Amy said. “When we make an ask or demonstrate the impact of something — it’s real, it’s valid. We have a lot of confidence and that confidence enables us to do more, be more and get more for Blackbaud.”

Want to hear more of Amy’s BrightFunnel journey at Blackbaud? Watch her Funnelside Success Story!

[Video] Funnelside Success Story: EverString

[Video] Funnelside Success Story: EverString

We recently launched our new video series, Funnelside Success Stories, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

We’re super excited about these videos since we strive to be each and every customer’s BFF—BrightFunnel Friend. We love being able to capture and share how we’ve made other marketers’ lives easier through revenue attribution.

The next video in the series features Linda Fitzek, Director of Business Ops at EverString. Backed by Sequoia Capital and Lightspeed Venture Partners, EverString is a sales and marketing predictive platform whose algorithm curates more than 20+ million data signals from 11 million B2B accounts to find patterns and identify your next best fit customers. Since EverString is an innovative, data-driven company, BrightFunnel was brought in a little over a year ago to help align its sales and marketing teams and reveal marketing’s impact on pipeline and revenue.  

Here are a few of our the highlights from EverString’s journey with BrightFunnel:

Say goodbye to tedious spreadsheets, complicated table joins, and manually pulling together massive table sets.

When someone confesses that putting together her marketing reporting before BrightFunnel was a “labor”—we totally get that feeling! Making marketing reporting easy was one of the driving forces behind starting BrightFunnel in the first place. Prior to EverString, Linda worked for a large, multi-national organization in the Bay Area and she said that “pulling all of her data together into something cohesive to determine ROI was quite intense.”

“BrightFunnel actually took all that pain away for me when I joined EverString.” Linda added. With BrightFunnel’s multi-touch revenue intelligence platform, Linda is now able to track down her marketing ROI very quickly, and she can also deliver custom reports to the EverString executive team and the board in just minutes.

Revenue Intelligence lets marketers check on the pulse of their impact on the business.

During our chat with Linda, she shared that there were two major changes in her day-to-day when she was onboarded to BrightFunnel. The first was how much time she saved and the second was how intuitive the platform became for the entire EverString marketing team.

“They can really own their own programs and their own program results.” Linda said. “So not only do I not have to crunch all of the numbers for the entire business, but the marketers themselves actually know the answers to their own questions. I can be more of a value-add to bring insights and help them tell the story.”

We’d say this culture of reporting has been working pretty well for Linda, as EverString’s marketing team influenced an astounding 90% of pipeline in Q4 of 2016!

See what’s working and what’s not by getting in-depth marketing reports in minutes.

“My favorite thing about BrightFunnel is the ability to layer custom data on top of our existing reports,” shared Linda. The flexibility of adding custom fields and filters such as lead-to-opportunity conversion rate or opportunity-to-close conversion rate has made it a breeze to see which campaigns are having the highest velocity and moving leads the quickest through the funnel.

Last but not least, the ability for Linda and her team to deep-dive into their metrics with BrightFunnel has made it easy to track which items within a specific campaign are having the most success. For example, Linda shared how EverString wanted to measure their ROI from a field event such as DreamForce. “We run email and paid media leading up to DreamForce as an event. Being able to layer the platform metrics on top of our existing data was really powerful, and the BrightFunnel team enabled us to get that really, really easily.”

Want to hear more of Linda’s BrightFunnel journey at EverString? Watch the second episode of our Funnelside Success Stories!

Funnelside Success Story: Ellie Mae

Funnelside Success Story: Ellie Mae

Earlier this week, we launched our new video series, Funnelside Success Stories, which features our very own BrightFunnel customers sharing their experiences with multi-touch marketing attribution and the successes they’ve seen with our platform.

We’re super excited about these videos since we strive to be each and every customer’s BFF—BrightFunnel Friend. We love being able to capture and share how we’ve made other marketers’ lives easier through revenue attribution.

The first video in the series features Doug Ricketts, Director of Marketing Operations at Ellie Mae. Since Ellie Mae began automating the mortgage business in 1997, a lot has changed within the industry and business. Even though Ellie Mae is a large, enterprise company, prior to BrightFunnel, Doug had to piece together his marketing metrics from various sources and platforms. This left much to be desired in his attribution processes and leaving Ellie Mae without a single source of truth.

Here are a few of our the highlights from Ellie Mae’s journey with BrightFunnel so far.

We should empower marketers to show outcome and impact on the business’ bottom line.

As he shares the Ellie Mae story, Doug mentions that BrightFunnel has helped not only him but his entire team get excited about reporting and attribution. With the ability of empowering each marketer on his team to have a seat at the revenue table, Doug has taken a subject that was historically a pain point for his team and turned it into a source of excitement that shows off the outcome of Ellie Mae’s marketing campaigns to the entire organization.

Speed to market increases when you can measure your marketing impact in minutes.

Another big problem that BrightFunnel is helping Ellie Mae solve is their speed to market. As a company that’s been revolutionary in the mortgage space, it’s no wonder they were looking for a solution that could increase their marketing efficiencies when they found BrightFunnel. “The flexibility to do transformation of (Salesforce) data is actually faster with BrightFunnel,” Doug shared. He added that, “marketing used to be known for doing great parties and great events. We wanted to be able to describe and measure all the actions that we do so that people could see their contribution to the company, and the company could see that contribution.”

Multi-touch attribution creates a culture of data-driven marketers.

During the video, Doug shares how using BrightFunnel’s revenue intelligence empowers his team to be “fast to succeed or fast to fail.” When it came time for 2017 budget planning, Doug and his team went back and forth on where to divert spend—should it be banner ads, events, or something else? To make the most informed decision, Doug and the marketing team spent time in BrightFunnel analyzing the effectiveness of their 2016 marketing campaigns to see what each campaign’s impact was on pipeline and revenue. They were able to easily see and determine which campaigns to keep, where to increase spend, and where they should stop campaigns.

Want to hear more of Doug’s BrightFunnel journey at Ellie Mae? Watch the first episode of our Funnelside Success Stories!

How Tegile Uses Data to Bring Marketing and Sales Closer Together

How Tegile Uses Data to Bring Marketing and Sales Closer Together

Sure — if you’re lucky (or psychic), opinions and gut feelings do sometimes yield great results. But when it comes to making serious business decisions, it’s usually best to instead rely on cold, hard, indisputable data. Because data is (obviously) impartial, it doesn’t take sides, and instead works as an olive branch to bring teams together where before those gut feelings may have driven a wedge.

Just take a look back at the history of Tegile Systems’ Marketing and Sales teams. They couldn’t agree on what could have been simple things — such as what a qualified lead looked like — and they didn’t trust each other because the teams and their KPIs were so siloed. Sales believed one thing, Marketing believed another, and the two couldn’t find common ground because the metrics they were reporting on weren’t consistent or conclusive. Because of a lack of normalization in the database, even the Executive team didn’t thoroughly trust the reports that were coming out of Marketing.

The team needed to figure out how they could:

  • Look at metrics that would add value for both Marketing and Sales
  • Report on what they were accomplishing for the business beyond generating leads
  • Normalize and optimize the system of record to inspire more trust in the end results
  • Make better decisions about how to allocate resources

Marketing recognized that it had a serious reporting problem, and they set out to solve it by implementing BrightFunnel’s platform as a source of conclusive truth across the company. Marketing Operations Coordinator Josh Lucas described this by telling us that “We wanted to see what was helping to drive Sales and the business. What’s delivering pipeline and revenue? Where should we continue to invest? What isn’t performing as well as we’d thought? These are the kind of questions we could start digging into with BrightFunnel.”

So what happened after they made the switch, normalizing data across the board and providing accurate metrics around campaign performance where before there were discrepancies? For starters, Marketing was suddenly able agree with Sales on what a quality lead looked like, and which campaigns they should focus on to bring in the most ROI.

As Josh put it, “There were programs that Sales didn’t think were working, but Marketing could confirm that they were in fact seeing success. On the flip side, there were events that the Marketing team thought were successful, but then the data would show that no real revenue was coming out of them. The data increased the base-level of trust between the different teams, which resulted in a more unified Sales and Marketing strategy going forward.”

In addition, BrightFunnel now helps Tegile’s Marketing team better plan the upcoming year’s budget by thoroughly analyzing data from the previous year, drill down into data more quickly, and confidently report on the campaigns that deliver pipeline and revenue for the business.

Josh summed these improvements up well by saying that “BrightFunnel lets us be more strategic in our decision-making instead of relying on campaign performance guesstimates. Full-funnel attribution and waterfall analysis let us see exactly where we need to focus our marketing efforts in order to increase deal velocity and move more opportunities through the funnel to closed-won.”

Check out Tegile’s full customer success story to read more about how their Marketing and Sales teams were able to work better together by relying on data.

How Cloudera Makes Smarter Marketing Decisions Faster: A Multi-Touch Success Story

How Cloudera Makes Smarter Marketing Decisions Faster: A Multi-Touch Success Story

It’s a simple concept: Find out what’s working, do more of it, and see success rates go up.

A good example of this in practice is through Cloudera’s marketing org, which has mastered the science of figuring out which tactics work the best throughout their buyer’s journey. After implementing multi-touch attribution and ABM measurement, 16 individuals on the team are now empowered to dig deeper into the true impact of their work. “Everyone can now derive better insights, make more data-driven decisions, and allocate resources more intelligently,” Cloudera’s Sr. Manager of Marketing Operations Ravi Shrestha said about their progress.

But how did they get to such a great place?

Entering a period of rapid growth, data management and analytics company Cloudera needed to become more data-driven in its marketing efforts. There simply wasn’t room for educated guesses or gut feelings — they had to know precisely what would or wouldn’t work. After failed attempts with both manual spreadsheets and expensive BI software, the team got even more specific with its wish list. They needed a single solution that would:

1. Easily connect marketing efforts to pipeline and revenue

2. Use minimal time and resources to deliver that full picture

3. Standardize in-house measurement for everyone across the team

4. Pinpoint Marketing’s most effective strategies

“We realized we wanted a real out of the box solution that answered our attribution needs and was easy to use and implement,” said Ravi.

Because BI was proving to be an unpromising alternative to manual spreadsheets — too costly and complicated to be sustainable as the company continued to grow — the team turned to BrightFunnel to help solve for its attribution problem. And just like that, everything changed.

The platform was up and running in just weeks, so the team immediately gained insights that would go on to inform their overarching strategies and individual campaigns. Multi-touch attribution gave the Cloudera marketing organization a more complete, in-depth view of their specific buyer’s journey, which helped them make more informed decisions about where to focus resources. The time it took to generate reports was shortened from hours (sometimes even days) to just seconds. And maybe best of all, the platform democratized measurement, allowing everyone on the team from demand generation specialists to field marketers to make smarter, more confident calls in less time. As Ravi put it, “This is revolutionary from a marketing perspective.”

In short, BrightFunnel ticked off every single box on Cloudera’s wishlist — and then some.

Learn even more about how Cloudera’s data-driven marketing team found ABM and multi-touch attribution success with BrightFunnel by reading the full customer story.